The B2B Sales & Marketing Hotline

Hosted by Maryanne McWhirter

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Oct 2025

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The B2B Sales & Marketing Hotline is your one-stop shop for expert advice on all things B2B sales and marketing. Join hosts Maryanne McWhirter and Emily Hartzell as they dive deep into both emerging and tried-and-true strategies that can help your business thrive. Whether you're a seasoned pro or just starting out, this podcast has something for everyone. Tune in for actionable tips, real-world examples, and candid discussions on the latest trends in the industry. And don't forget to submit your burning questions! Maryanne and Emily just might answer them on the show.

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21 recent

October 30, 202521 min

Wait... People Still Read Blogs?! (AEO is the New SEO)

In this episode, Emily and Maryanne unpack how blogging for B2B has evolved in the age of AI. From writing for Google to writing for ChatGPT, they explore why traditional SEO tactics no longer cut it (and what you should be doing instead to make sure large language models [LLMs] like ChatGPT actually understand and recommend your business). Whether you're still writing blogs like it’s 2019 or wondering if blogs are even worth the effort anymore, this episode offers the clarity you need—and tactical next steps to align your content with how modern buyers (and bots) search. Learn More About LeadG2! LeadG2: https://leadg2.thecenterforsalesstrategy.com/ We Want to Hear From You! Ask us any of your burning B2B Sales & Marketing questions below! Email Us: B2Bsalesandmarketinghotline@leadg2.com Leave Us A Voicemail: https://www.speakpipe.com/B2Bsalesandmarketinghotline Connect with the Hosts! Maryanne McWhirter: https://www.linkedin.com/in/maryannemcwhirter/ Emily Hartzell: https://www.linkedin.com/in/emily-hartzell/

October 22, 202522 min

Dear [First Name]: How to Fix Your Lead Nurturing Sequences

We’ve all seen it. The dreaded “Dear [First Name]” email that instantly screams automation gone wrong. In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne break down what separates a nurture sequence that feels human from one that feels like a workflow. They explore: - How to build empathy and credibility through every touchpoint - Why timing and tone matter as much as your CTA - And how to blend automation with authenticity in 2025. From real-world examples to a five-email nurture framework, you’ll learn how to create sequences that educate, engage, and convert without sounding robotic. RESOURCES FROM THIS EPISODE: [eBook] Podcasting for B2B Growth: https://leadg2.thecenterforsalesstrategy.com/podcasting-for-b2b-growth Crafting a Compelling B2B Podcast: https://leadg2.thecenterforsalesstrategy.com/blog/crafting-a-compelling-b2b-podcast-from-concept-to-launch Learn More About LeadG2! LeadG2: https://leadg2.thecenterforsalesstrategy.com/ We Want to Hear From You! Ask us any of your burning B2B Sales & Marketing questions below! Email Us: B2Bsalesandmarketinghotline@leadg2.com Leave Us A Voicemail: https://www.speakpipe.com/B2Bsalesandmarketinghotline Connect with the Hosts! Maryanne McWhirter: https://www.linkedin.com/in/maryannemcwhirter/ Emily Hartzell: https://www.linkedin.com/in/emily-hartzell/

October 16, 202517 min

Audit Your Funnel: Are Your “Qualified” Leads Actually Qualified?

In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne break down the evolving world of lead qualification. Gone are the days when a simple form fill or email open equaled a marketing qualified lead. Today’s B2B buyers follow nonlinear journeys and your qualification strategy needs to catch up. They dive into how lifecycle stages should actually reflect buyer intent, how to separate vanity metrics from revenue-driving KPIs, and why form-specific lead paths are no longer optional. Plus, they explore how AI can supercharge your lead scoring and nurturing processes. Learn More About LeadG2! LeadG2: https://leadg2.thecenterforsalesstrategy.com/ We Want to Hear From You! Ask us any of your burning B2B Sales & Marketing questions below! Email Us: B2Bsalesandmarketinghotline@leadg2.com Leave Us A Voicemail: https://www.speakpipe.com/B2Bsalesandmarketinghotline Connect with the Hosts! Maryanne McWhirter: https://www.linkedin.com/in/maryannemcwhirter/ Emily Hartzell: https://www.linkedin.com/in/emily-hartzell/

October 9, 202528 min

Prompt Like a Pro: Smarter AI Requests for Better Outputs with Stevie Stroecker

What’s the secret to getting smarter, more strategic outputs from AI tools like ChatGPT? In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne welcome their very first guest, LeadG2’s own Stevie Stroecker, for a practical and insightful conversation on the art of AI prompting. From crafting better briefs to building style guides and prompt libraries, this episode is packed with actionable advice to help you elevate your AI game. Learn More About LeadG2! LeadG2: https://leadg2.thecenterforsalesstrategy.com/ We Want to Hear From You! Ask us any of your burning B2B Sales & Marketing questions below! Email Us: B2Bsalesandmarketinghotline@leadg2.com Leave Us A Voicemail: https://www.speakpipe.com/B2Bsalesandmarketinghotline Connect with the Hosts! Maryanne McWhirter: https://www.linkedin.com/in/maryannemcwhirter/ Emily Hartzell: https://www.linkedin.com/in/emily-hartzell/

October 2, 202521 min

Onboarding HubSpot the Right Way: What Every B2B Team Should Know

In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne break down exactly what goes into a successful HubSpot onboarding. From the first discovery call to training your team and launching automated workflows, they walk through each critical phase and share real-world lessons from hundreds of implementations. You'll learn why out-of-the-box setups often fall flat, what most companies overlook during onboarding, and how to avoid the most common pitfalls that stall adoption. Learn More About LeadG2! LeadG2: https://leadg2.thecenterforsalesstrategy.com/ We Want to Hear From You! Ask us any of your burning B2B Sales & Marketing questions below! Email Us: B2Bsalesandmarketinghotline@leadg2.com Leave Us A Voicemail: https://www.speakpipe.com/B2Bsalesandmarketinghotline Connect with the Hosts! Maryanne McWhirter: https://www.linkedin.com/in/maryannemcwhirter/ Emily Hartzell: https://www.linkedin.com/in/emily-hartzell/

September 25, 202524 min

Oops! Our CRM is a Mess: How to Clean Up and Maintain a High-Functioning CRM

In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne dive into the all-too-common issue of messy CRMs. Together, they explore why CRMs often become cluttered with duplicate contacts, incomplete fields, and outdated information, causing stress and inefficiency. They also share actionable steps to clean up your CRM, including setting clear data standards and expectations for your team. We Want to Hear From You! Ask us any of your burning B2B Sales & Marketing questions below! Email Us: B2Bsalesandmarketinghotline@leadg2.com Leave Us A Voicemail: https://www.speakpipe.com/B2Bsalesandmarketinghotline Connect with the Hosts! Maryanne McWhirter: https://www.linkedin.com/in/maryannemcwhirter/ Emily Hartzell: https://www.linkedin.com/in/emily-hartzell/ Learn More About LeadG2! LeadG2: https://leadg2.thecenterforsalesstrategy.com/

September 18, 202513 min

(Quick Chat) Why HubSpot's Loop Marketing Changes Everything

In this Quick Chat, Emily and Maryanne break down one of the biggest shifts to come out of INBOUND: Loop Marketing, HubSpot’s new blueprint for modern, AI-aware marketing. They unpack how the traditional funnel model is fading, why Answer Engine Optimization (AEO) is the next evolution of SEO, and how HubSpot’s latest tools (including AEO grading, agent marketplaces, and the new Marketing Studio) support a more continuous, customer-centered approach. (Blog Post) How HubSpot’s Loop Marketing Playbook Transforms B2B Lead Generation to Supercharge Sales: https://leadg2.thecenterforsalesstrategy.com/blog/hubspot-loop-marketing-playbook-b2b-growth We Want to Hear From You! Ask us any of your burning B2B Sales & Marketing questions below! Email Us: B2Bsalesandmarketinghotline@leadg2.com Leave Us A Voicemail: https://www.speakpipe.com/B2Bsalesandmarketinghotline Connect with the Hosts! Maryanne McWhirter: https://www.linkedin.com/in/maryannemcwhirter/ Emily Hartzell: https://www.linkedin.com/in/emily-hartzell/ Learn More About LeadG2! LeadG2: https://leadg2.thecenterforsalesstrategy.com/

August 21, 202510 min

(Quick Chat) Attending INBOUND 101: Tips to Maximize Your Experience at HubSpot’s Flagship Event

Attending INBOUND 101: Tips to Maximize Your Experience at HubSpot’s Flagship Event Headed to INBOUND this year? Whether you’re a first-timer or a seasoned attendee, this quick episode of The B2B Sales & Marketing Hotline is packed with practical tips to help you make the most of HubSpot’s annual conference (now in a brand-new location: San Francisco)! Emily and Maryanne share everything they’ve learned from past INBOUND experiences, including: - How to set clear goals for your trip (and plan accordingly) - What to pack, what to wear, and how to avoid conference burnout - The power of Brain Dates, expo hall networking, and post-session speaker chats - Must-do activities that go beyond just booking sessions in the app If you're attending INBOUND, this episode is your go-to prep guide. And if you're not? Tune in anyway, because, chances are, a big industry event is in your future, and these tips still apply. We Want to Hear From You! Ask us any of your burning B2B Sales & Marketing questions below! Email Us: B2Bsalesandmarketinghotline@leadg2.com Leave Us A Voicemail: https://www.speakpipe.com/B2Bsalesandmarketinghotline Connect with the Hosts! Maryanne McWhirter: https://www.linkedin.com/in/maryannemcwhirter/ Emily Hartzell: https://www.linkedin.com/in/emily-hartzell/ Learn More About LeadG2! LeadG2: https://leadg2.thecenterforsalesstrategy.com/

April 24, 202523 min

HubSpot Reporting Hacks: Here's What Should Be on Your Dashboard

In this episode of The B2B Sales & Marketing Hotline, Maryanne and Emily dive into the often-overlooked powerhouse of your CRM—reporting and dashboards. From avoiding common mistakes to building dashboards that actually drive action, this episode is packed with practical guidance for sales and marketing leaders. Together, Maryanne and Emily break down: - The difference between HubSpot’s pre-built and custom reports—and when to use each - How to build dashboards that answer real business questions and support team accountability - Pro tips for designing leadership, sales, and marketing dashboards that fuel performance and simplify one-on-ones We Want to Hear From You! Ask us any of your burning B2B Sales & Marketing questions below! Email Us: B2Bsalesandmarketinghotline@leadg2.com Leave Us A Voicemail: https://www.speakpipe.com/B2Bsalesandmarketinghotline Connect with the Hosts! Maryanne McWhirter: https://www.linkedin.com/in/maryannemcwhirter/ Emily Hartzell: https://www.linkedin.com/in/emily-hartzell/ Learn More About LeadG2! LeadG2: https://leadg2.thecenterforsalesstrategy.com/

April 17, 202521 min

Building Winning Sales Playbooks

In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne break down what separates a “meh” sales playbook from a high-impact resource that actually drives results. Whether you're building one from scratch or trying to get more value from the one you have, this episode is packed with actionable advice to help you get there. Here’s what you’ll learn: - What to include in a winning sales playbook — from buyer personas and sales process mapping to objection-handling plays, KPIs, battle cards, and tech stack guidance. - How to get your sales team to actually use the playbook — and how to keep it updated so it doesn't collect dust. - Why customization is key — and how tailoring your playbook by role, product line, or sales motion ensures it delivers value across your entire team. Tune in and take the guesswork out of playbook building. Plus, stick around for the listener Q&A segment where Emily and Maryanne tackle lead qualification and CRM adoption. Sample Sales Play: https://leadg2.thecenterforsalesstrategy.com/sample-play-from-the-sales-playbook We Want to Hear From You! Ask us any of your burning B2B Sales & Marketing questions below! Email Us: B2Bsalesandmarketinghotline@leadg2.com Leave Us A Voicemail: https://www.speakpipe.com/B2Bsalesandmarketinghotline Connect with the Hosts! Maryanne McWhirter: https://www.linkedin.com/in/maryannemcwhirter/ Emily Hartzell: https://www.linkedin.com/in/emily-hartzell/ Learn More About LeadG2! LeadG2: https://leadg2.thecenterforsalesstrategy.com/